New Direct Marketing Requirements Under The Consumer Protection Act

The Department of Trade and Industry has proposed new direct marketing requirements under the Consumer Protection Act. These amendments will require direct marketers to implement several modifications to their business practices. The proposed changes primarily focus on consumer consent, data management and compliance with new administrative requirements.

​The proposed changes include that:

• direct marketers must register annually on the opt-out registry which will be maintained by the National Consumer Commission;
• direct marketers must 'cleanse' their databases monthly by removing any consumer data associated with individuals who have registered a pre-emptive block. This ensures that businesses do not contact consumers who have opted out on the registry;